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U NDERSTANDING
W EB A NALYTICS
Measuring Value & Spotting Problems



     presented by Kate O’Neill
ANALYTICS PROCESS
 •   Determine KPIs
     • What factors will determine
       success?
     • What’s actionable?
 •   Establish a baseline
     • Where are the pain points?
     • What’s the range?
 •   Prioritize
     • What’s most critical?
     • What’s easiest?
 •   Validate
     • Form a hypothesis
     • Test
 •   Analyze
     • Compare with baseline
     • Extrapolate to ROI
                             source: Omniture SiteCatalyst Basic User Training Workbook
WHAT’S MEASURABLE?

 • Traffic

   • Sources   (finding methods)
   • Composition   (visitor profile)
 • Engagement

   • Navigation

   • Content

 • Conversion
WHAT’S MEASURABLE?

 • Traffic

   • Sources   (finding methods)
   • Composition   (visitor profile)
 • Engagement

   • Navigation

   • Content
                           "Not everything that can be counted
 • Conversion             counts, and not everything that counts
                                     can be counted."
                                     - Albert Einstein
WHAT’S MEANINGFUL?
WHAT’S MEANINGFUL?

• “Where    in the site are visitors most often
  deciding to leave?”
• “Where do visitors most often go after
  using the internal search?”
• “Do visitors who come in on blog posts
  actually visit the rest of the site?”
• “What search terms are used by the
  people who are most likely to purchase?”
WHAT’S MEANINGFUL?

• “Where    in the site are visitors most often
  deciding to leave?”
• “Where do visitors most often go after
  using the internal search?”
• “Do visitors who come in on blog posts
  actually visit the rest of the site?”
• “What search terms are used by the
  people who are most likely to purchase?”
       In other words:
WHAT’S MEANINGFUL?

• “Where    in the site are visitors most often
  deciding to leave?”
• “Where do visitors most often go after
  using the internal search?”
• “Do visitors who come in on blog posts
  actually visit the rest of the site?”
• “What search terms are used by the
  people who are most likely to purchase?”
       In other words:
            start with a good question.
PLANNING IS KEY TO ANALYSIS

• Anticipate


  • Implement
                 Data collection begins!


      • Modify        Incremental data only
QUICK QUIZ:


What are the key
performance indicators -
the factors that
determine success - for
the Sitening.com website?
CONVERSION METRICS

   • ConversionRate (Orders
    or Leads per Visit)

   • Orders

   • Revenue

   • Leads   Completed
MODEL THE SITE
identify actions / events, content hierarchies, products (e-
  commerce), and potentially interesting characteristics
TYPES OF REPORTS

• Metrics Trending

• Pathing

  • Next    Page / Previous Page

  • Fall-out

• Dashboards
TRENDING
helpful in spotting anomalies in patterns
FUNNELS
helpful with path fall-out visualization
PAGE FLOW
helpful in spotting content & navigation problems
DASHBOARDS
helpful in reviewing KPIs at a glance
TRAFFIC:
WHO’S COMING TO THE SITE?
EXAMPLES OF
TRAFFIC METRICS
• Visits

• Page Views

• Traffic   Sources

• Unique
 Visitors

    Wait... what’s the difference
    between ‘absolute unique’
    and ‘daily/weekly unique’?
EXAMPLES OF
TRAFFIC METRICS
• Visits

• Page Views

• Traffic   Sources

• Unique
 Visitors

    Wait... what’s the difference
    between ‘absolute unique’
    and ‘daily/weekly unique’?
EXAMPLES OF
TRAFFIC METRICS
• Visits

• Page Views

• Traffic   Sources

• Unique
 Visitors

    Wait... what’s the difference
    between ‘absolute unique’
    and ‘daily/weekly unique’?
EXAMPLES OF
TRAFFIC METRICS
• Visits

• Page Views

• Traffic   Sources

• Unique
 Visitors

    Wait... what’s the difference
    between ‘absolute unique’
    and ‘daily/weekly unique’?
EXAMPLES OF
TRAFFIC METRICS
• Visits

• Page Views

• Traffic   Sources

• Unique
 Visitors

    Wait... what’s the difference
    between ‘absolute unique’
    and ‘daily/weekly unique’?
VISITORS: AREN’T WE ALL UNIQUE?

Mon: Joe, Jane, Jeff

Tues: John, Jack

Weds: James, Jill

Thurs: Jeff, Jason, Jack
                          How many visits? at least 13
Fri: Jay, Joel, John        How many visitors? 13
                        How many unique daily visitors? 13
                       How many unique weekly visitors? 10
ENGAGEMENT:
WHAT’S HAPPENING ONCE PEOPLE
         GET THERE?
EXAMPLES OF
ENGAGEMENT METRICS
  • Return Visits

  • Timeon Site /
   Time Spent per Visit

  • Bounce   Rate



      Wait... where’s Bounce Rate
      in SiteCatalyst?
EXAMPLES OF
ENGAGEMENT METRICS
  • Return Visits

  • Timeon Site /
   Time Spent per Visit

  • Bounce   Rate



      Wait... where’s Bounce Rate
      in SiteCatalyst?
EXAMPLES OF
ENGAGEMENT METRICS
  • Return Visits

  • Timeon Site /
   Time Spent per Visit

  • Bounce   Rate



      Wait... where’s Bounce Rate
      in SiteCatalyst?
EXAMPLES OF
ENGAGEMENT METRICS
  • Return Visits

  • Timeon Site /
   Time Spent per Visit

  • Bounce   Rate



      Wait... where’s Bounce Rate
      in SiteCatalyst?
LIVE EXAMPLE:
CREATING CALCULATED METRICS
WHY PAY FOR ANALYTICS TOOLS?
                                            Google                     Omniture
                                           Analytics                  SiteCatalyst
near real time data                   no, typically a day behind   yes, usually available
                                                                     within minutes *
advanced classifications                          no                  yes, with SAINT
ability to customize data                1 custom variable          50 props, 50 eVars
reporting
native ActionScript Flash
                                                 no                         yes
tracking
price                                           free                      not free
                                            non-existent /
support                                                                  included
                                           crowd-sourced
* except for data warehouse queries
GA & SC NAVIGATION
GA                           SC
                                Visitor Profile >
     Map Overlay
                               GeoSegmentation
                           Visitor Retention > Return
   New vs. Returning
                                      Visits
                           choose unique visitors by
Absolute Unique Visitors
                                   period
       Pageviews                  Page Views
  Average Pageviews           (custom calculated)
     Time on Site             Time Spent per Visit
     Bounce Rate              (custom calculated)
          n/a                     Path Length
GA BENCHMARKING
Compare a given site against others
SEGMENTATION
IN SITECATALYST: ASI SLOTS
   we’ll cover this more in a later session
IN GA: ADVANCED SEGMENTS
       let’s look at this now
PREVIEW OF ADVANCED SESSION

• Tracking   across Channels (SEO, PPC, social media)

• Customizing    & Modeling

• Multi-domain      Sites

• Balancing   Subjective and Objective Research

• Behavioral Analysis       & Targeting

• Other   topics?

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Understanding Web Analytics: Measuring Value and Spotting Problems

  • 1. U NDERSTANDING W EB A NALYTICS Measuring Value & Spotting Problems presented by Kate O’Neill
  • 2. ANALYTICS PROCESS • Determine KPIs • What factors will determine success? • What’s actionable? • Establish a baseline • Where are the pain points? • What’s the range? • Prioritize • What’s most critical? • What’s easiest? • Validate • Form a hypothesis • Test • Analyze • Compare with baseline • Extrapolate to ROI source: Omniture SiteCatalyst Basic User Training Workbook
  • 3. WHAT’S MEASURABLE? • Traffic • Sources (finding methods) • Composition (visitor profile) • Engagement • Navigation • Content • Conversion
  • 4. WHAT’S MEASURABLE? • Traffic • Sources (finding methods) • Composition (visitor profile) • Engagement • Navigation • Content "Not everything that can be counted • Conversion counts, and not everything that counts can be counted." - Albert Einstein
  • 6. WHAT’S MEANINGFUL? • “Where in the site are visitors most often deciding to leave?” • “Where do visitors most often go after using the internal search?” • “Do visitors who come in on blog posts actually visit the rest of the site?” • “What search terms are used by the people who are most likely to purchase?”
  • 7. WHAT’S MEANINGFUL? • “Where in the site are visitors most often deciding to leave?” • “Where do visitors most often go after using the internal search?” • “Do visitors who come in on blog posts actually visit the rest of the site?” • “What search terms are used by the people who are most likely to purchase?” In other words:
  • 8. WHAT’S MEANINGFUL? • “Where in the site are visitors most often deciding to leave?” • “Where do visitors most often go after using the internal search?” • “Do visitors who come in on blog posts actually visit the rest of the site?” • “What search terms are used by the people who are most likely to purchase?” In other words: start with a good question.
  • 9. PLANNING IS KEY TO ANALYSIS • Anticipate • Implement Data collection begins! • Modify Incremental data only
  • 10. QUICK QUIZ: What are the key performance indicators - the factors that determine success - for the Sitening.com website?
  • 11. CONVERSION METRICS • ConversionRate (Orders or Leads per Visit) • Orders • Revenue • Leads Completed
  • 12. MODEL THE SITE identify actions / events, content hierarchies, products (e- commerce), and potentially interesting characteristics
  • 13. TYPES OF REPORTS • Metrics Trending • Pathing • Next Page / Previous Page • Fall-out • Dashboards
  • 14. TRENDING helpful in spotting anomalies in patterns
  • 15. FUNNELS helpful with path fall-out visualization
  • 16. PAGE FLOW helpful in spotting content & navigation problems
  • 19. EXAMPLES OF TRAFFIC METRICS • Visits • Page Views • Traffic Sources • Unique Visitors Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
  • 20. EXAMPLES OF TRAFFIC METRICS • Visits • Page Views • Traffic Sources • Unique Visitors Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
  • 21. EXAMPLES OF TRAFFIC METRICS • Visits • Page Views • Traffic Sources • Unique Visitors Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
  • 22. EXAMPLES OF TRAFFIC METRICS • Visits • Page Views • Traffic Sources • Unique Visitors Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
  • 23. EXAMPLES OF TRAFFIC METRICS • Visits • Page Views • Traffic Sources • Unique Visitors Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
  • 24. VISITORS: AREN’T WE ALL UNIQUE? Mon: Joe, Jane, Jeff Tues: John, Jack Weds: James, Jill Thurs: Jeff, Jason, Jack How many visits? at least 13 Fri: Jay, Joel, John How many visitors? 13 How many unique daily visitors? 13 How many unique weekly visitors? 10
  • 26. EXAMPLES OF ENGAGEMENT METRICS • Return Visits • Timeon Site / Time Spent per Visit • Bounce Rate Wait... where’s Bounce Rate in SiteCatalyst?
  • 27. EXAMPLES OF ENGAGEMENT METRICS • Return Visits • Timeon Site / Time Spent per Visit • Bounce Rate Wait... where’s Bounce Rate in SiteCatalyst?
  • 28. EXAMPLES OF ENGAGEMENT METRICS • Return Visits • Timeon Site / Time Spent per Visit • Bounce Rate Wait... where’s Bounce Rate in SiteCatalyst?
  • 29. EXAMPLES OF ENGAGEMENT METRICS • Return Visits • Timeon Site / Time Spent per Visit • Bounce Rate Wait... where’s Bounce Rate in SiteCatalyst?
  • 31. WHY PAY FOR ANALYTICS TOOLS? Google Omniture Analytics SiteCatalyst near real time data no, typically a day behind yes, usually available within minutes * advanced classifications no yes, with SAINT ability to customize data 1 custom variable 50 props, 50 eVars reporting native ActionScript Flash no yes tracking price free not free non-existent / support included crowd-sourced * except for data warehouse queries
  • 32. GA & SC NAVIGATION
  • 33. GA SC Visitor Profile > Map Overlay GeoSegmentation Visitor Retention > Return New vs. Returning Visits choose unique visitors by Absolute Unique Visitors period Pageviews Page Views Average Pageviews (custom calculated) Time on Site Time Spent per Visit Bounce Rate (custom calculated) n/a Path Length
  • 34. GA BENCHMARKING Compare a given site against others
  • 36. IN SITECATALYST: ASI SLOTS we’ll cover this more in a later session
  • 37. IN GA: ADVANCED SEGMENTS let’s look at this now
  • 38. PREVIEW OF ADVANCED SESSION • Tracking across Channels (SEO, PPC, social media) • Customizing & Modeling • Multi-domain Sites • Balancing Subjective and Objective Research • Behavioral Analysis & Targeting • Other topics?